Why are keywords important

Use keywords correctly: keywords for successful web text

Search engine optimization is changing and a lot has changed since the Textbroker Academy last reported on SEO texts and keywords. Time for a refresher and an update on the key terms that are so important to Google and the reader. Because if you as an author know how to use keywords optimally, it is easier for you to write successful web texts for satisfied clients.

Why keywords are so important

Keywords are the key terms that users type into a search engine to find content. Search engines like Google scour the Internet using algorithms and index the pages they find and their content. Search engines recognize these mainly by the frequency and distribution of the words used there. They save the most important terms and the associated pages and can thus provide users with suitable results for their search queries.
For website operators this means: In order to be found by the search engine and to occupy a good position in the ranking, you have to use the right words in the right places to signal what content you are offering.

Stuffing, density, semantics - how keywords have developed

Keywords have always been crucial for a good position in the search engine results lists. However, their use has changed significantly over time. While SEOs were able to outsmart Google and Co. in the early days through keyword stuffing - the massive placement of a keyword - the algorithms today reliably filter out websites that rely on such methods. The solution to Google's penalties brought the concept of Keyword Density - a balanced distribution of keywords. The ideal percentage at which a keyword should appear in the text, however, is still controversial today.
Semantic factors are now also playing an increasingly important role. Google is increasingly trying to understand the intent behind search queries and thus enable more intuitive and efficient searches. With the Hummingbird update, the company laid an important foundation for semantic search last year. Since then, a new algorithm has brought the entire search query and its semantic meaning to the fore instead of “just” paying attention to individual words. This development also has an impact on text design and keyword selection, which increasingly require semantic factors to be taken into account. With the help of WDF * IDF-Analytics, for example, authors write texts that should deal with as many meaningful aspects of a topic as possible. For this purpose, semantically suitable terms and their frequency are determined for each keyword and incorporated into the text.

How can keywords be designed?

Basically, a distinction is made between individual keywords and keyword combinations made up of several terms. The principle of “short head keywords” compared to “long tail keywords” can also be derived from this.

  • Short head keywords usually consist of a single term (e.g. "text", "online marketing" etc.) and usually represent a general and unspecific search query. Users search for short head keywords more often, which is why they are fiercely contested in search engine optimization.
  • Long tail keywords however, consist of a combination of different words (e.g. "buy good texts online", "online marketing agency in Mainz"). Such specific search queries show that a user has already dealt more deeply with what he is looking for and, for example, has developed a more pronounced purchase intention. Searching for special long-tail combinations is usually less frequent. Therefore, the competition in search engine optimization is much lower for them. This makes the keywords particularly attractive for many website operators.



  • Under Inflections one understands the modification of a keyword - for example with regard to case or number. When writing a text, it is difficult to avoid declining words. However, since search engines can only cope with inflected words to a limited extent, a website operator has to weigh up to what extent his keywords or keyword combinations may be changed.
  • Stop words are "insignificant" words for the search engine that appear between the keywords. In the text excerpt "... Your content marketplace in Germany ...", for example, search engines recognize that the word "in" does not belong to the keyword "Content marketplace Germany".

Keywords at Textbroker

The SEO options at Textbroker allow clients to specify their desired keywords and combinations as well as their use. In addition, you can determine in your briefing whether inflections - to an extent suitable for search engines - and the most important stop words should be allowed in your text.
Textbroker reacts to the changes in the keywords with regard to the semantic search primarily with WDF * IDF-optimized texts. In supervised teams, authors write texts according to the WDF * IDF formula and deal with topics under many different semantic aspects.

How do I use keywords correctly?

In order for search engines and users to find the content they want, appropriate keywords must be positioned in the right places in the web text:

  • In the headline: The main keyword should be as close to the front as possible in the (h1) headline of the text. Not only Google attaches great importance to the headline, for the reader it is (usually) the first point of contact in a text. Especially with web texts, users first check the headline for the keyword they are looking for and use this to estimate in seconds whether the text offers what they are looking for.
  • At the beginning and end of the text: According to many studies, search engines rate the beginning and the end of a text as particularly important, since many users only read the beginning and / or the conclusion of a text. Therefore, the most important keywords should also be included here.
  • As far to the left as possible in the text: Many users no longer read web texts word for word, but skim them according to certain patterns and scan the most important information. Authors and website designers have to catch the reader's gaze and manage to do so, among other things, by placing the crucial words as far to the left as possible or at the beginning of paragraphs and lines. Even if you as the author have only limited influence on the subsequent presentation of the text on the website, you try to accommodate the keywords there.
  • In the subheadings: The subheadings are also used as visual anchor points and should definitely contain keywords. They give a quick overview of what users (and Google) will find in the following section of text and thus also of the entire content of the text.
  • As close together as possible: Especially with long tail keywords or search queries with several words, authors should place the individual terms as close together as possible. From the spatial proximity of the keywords, Google seems to conclude that the content of the words is also close.
  • In caption, title, meta description, URL: Various text elements of a website also play an important role for the search engine, but above all for the reader. They provide the user with helpful information about the content of the page. Title and meta description are often what readers see first of a website and what has to convince them to click. Clients rarely ask for texts for these elements, but when they do, keywords are mandatory.

But always remember: Above all, you write for the reader, not for the search engine - readability comes first. If the keyword does not fit in the first position in the headline, you might be better off writing it further back.

How to find the right words

In order to prevent monotonous texts and keyword stuffing, authors can use synonyms. Because even if the client's desired keyword density has to be met, readers and search engines prefer varied texts with semantically similar terms. Should you ever miss the words, you will find suitable synonyms for thousands of terms as well as semantically related words here:

If you know of other useful keyword tools, please share them with us. Would you like to know what to look out for when dealing with keywords at Textbroker? Then look at you Part 2 of this tutorial at. We look forward to your comments!

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  • 16.04.2014
  • 11.08.2020

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